Thesis (M.A.J.)--Marshall University, 2009. / Title from document title page. Includes abstract. Document formatted into pages: contains v, 71 p. Includes bibliographical references p. 57-60

This master thesis focuses on proving the relevance and importance of body image in marketing. In theoretical part the thesis initially outlines basic marketing knowledge with special concentration on marketing research and segmentation. Next, sources of data and methodology used in the analytical part are described. In the analytical part itself the thesis firstly proves the relevance of body image as a segmentation variable on a few examples. First variable used for segmentation is the natural colour of hair, next variable used is the approach to own appearance and the last variable used is value orientation in context with body image. Finally this master thesis describes qualitative research on the topic influence of marketing on social perception of body image, that was carried out by the author.

O estudo é uma sistematização do tema Segmentação de Clientes aplicada em bibliotecas. Seu objetivo é demonstrar como a Segmentação de Clientes contribui para uma gestão efetiva de Marketing na biblioteca auxiliando no desenvolvimento de produtos e ações; potencializando os seus resultados. Compõe-se de duas partes: a primeira, um levantamento bibliográfico buscando identificar as tipologias de Segmentação de Clientes existentes, tanto no Marketing quanto na biblioteca, além de cases internacionais com a aplicação da estratégia nesse ambiente; a segunda, uma demonstração de como essa estratégia, e os passos que a antecedem no processo de gestão de Marketing, pode contribuir para potencializar as ações e os produtos e serviços da biblioteca. Para essa demonstração foi utilizado como referência o modelo sistêmico de gestão de Marketing desenvolvido pelo Profº. Dr. Mitsuru Yanaze transpondo-o para uma situação hipotética de uma biblioteca especializada corporativa da área de Marketing. O exercício desenvolvido, além de contextualizar a estratégia de Segmentação no processo de gestão e indicar os benefícios conseguidos com a sua adoção, contribui para diferenciar Marketing e promoção, usados habitualmente como sinônimos. / The study is a systematization of the subject Client Segmentation used in libraries. Its aim is to demonstrate how the Client Segmentation contributes to an effective Marketing management in library, promoting the development of products, Marketing actions and leveraging their results. This is a two parts study: the first, a bibliographic review to identify different Segmentation categories either in Marketing as well as in libraries, there are also international cases with this segmentation strategy applied to libraries; the second part is to show how the strategy of Segmentation and the steps taken before its application can contribute to make the library products and its services to be successful. To demonstrate how this can be achieved, a management model, developed by Professor Mitsuru Yanaze, was used and transposed to simulate a management situation in a Marketing corporate library. This hypothetical situation contributed to contextualize Segmentation strategy in management process, which can help librarians to better understand its benefits. Furthermore, this study helped to explain that Marketing differs from promotion; usually mistaken as synonyms.

O estudo é uma sistematização do tema Segmentação de Clientes aplicada em bibliotecas. Seu objetivo é demonstrar como a Segmentação de Clientes contribui para uma gestão efetiva de Marketing na biblioteca auxiliando no desenvolvimento de produtos e ações; potencializando os seus resultados. Compõe-se de duas partes: a primeira, um levantamento bibliográfico buscando identificar as tipologias de Segmentação de Clientes existentes, tanto no Marketing quanto na biblioteca, além de cases internacionais com a aplicação da estratégia nesse ambiente; a segunda, uma demonstração de como essa estratégia, e os passos que a antecedem no processo de gestão de Marketing, pode contribuir para potencializar as ações e os produtos e serviços da biblioteca. Para essa demonstração foi utilizado como referência o modelo sistêmico de gestão de Marketing desenvolvido pelo Profº. Dr. Mitsuru Yanaze transpondo-o para uma situação hipotética de uma biblioteca especializada corporativa da área de Marketing. O exercício desenvolvido, além de contextualizar a estratégia de Segmentação no processo de gestão e indicar os benefícios conseguidos com a sua adoção, contribui para diferenciar Marketing e promoção, usados habitualmente como sinônimos. / The study is a systematization of the subject Client Segmentation used in libraries. Its aim is to demonstrate how the Client Segmentation contributes to an effective Marketing management in library, promoting the development of products, Marketing actions and leveraging their results. This is a two parts study: the first, a bibliographic review to identify different Segmentation categories either in Marketing as well as in libraries, there are also international cases with this segmentation strategy applied to libraries; the second part is to show how the strategy of Segmentation and the steps taken before its application can contribute to make the library products and its services to be successful. To demonstrate how this can be achieved, a management model, developed by Professor Mitsuru Yanaze, was used and transposed to simulate a management situation in a Marketing corporate library. This hypothetical situation contributed to contextualize Segmentation strategy in management process, which can help librarians to better understand its benefits. Furthermore, this study helped to explain that Marketing differs from promotion; usually mistaken as synonyms.

Generation Xers are latchkey kids. They are used to eat microwave food, and grow up with TV ¡V games. As the leading edge of the baby boomer creeps inexorably toward retirement and tighter spending habits, every company with something to sell is starting to focus on younger demographics Gen X'ers in their mid-20s to 40. The purpose of the study is to study Generation X life styles in the purchasing of sedans. More particularly, the purpose is to study the relationship of life style and decision making process, EKB model, of Generation X in the purchasing of sedans. The study aims to examine and identify applicable life styles segments of Generation X, and identify their differences between decision making process in the purchasing of sedans. This study method is questionnaire and 600 questionnaires are released, and the retrieved valid questionnaires are 404 copies. This study utilizes using SPSS for Windows as the tool to conduct statistical analysis, including descriptive analysis, reliability test, factor analysis, cluster analysis, Pearson¡¦s Chi ¡V Square and ANOVA test. Four types of life styles are generalized. There are ACTIVE life style, INFORMATION ¡V ORIENTATION life style, STABLE life style, and INDEPENDENT life style. The finding results as follow. 1. In the purchasing of sedans, there are partial significant differences on demographics with respect of Generation X life styles. 2. In the purchasing of sedans, there are no significant differences on problem recognition with respect of Generation X life styles. 3. In the purchasing of sedans, there are no significant differences on information search with respect of Generation X life styles. 4. In the purchasing of sedans, there are partial significant differences on elevation of alternatives with respect of Generation X life styles. 5. In the purchasing of sedans, there are partial significant differences on purchase with respect of Generation X life styles. In the end of the study, some suggestions for further research are made. Given the study results, the marketer and policymakers of manufacturer sedan brands can find the needs of Generation X life styles in the purchasing of sedans. The study results for marketers and policymakers may provide strategy for sedans with Generation X life styles different of degree of demographics, problem recognition, information search, elevation of alternatives, and purchase.

Abstract The purpose of this report was to study if market segmentation could influence the corporate identity and indirectly the image of a company. The relevance of this purpose was due to a lack of development of the market segmentation theory in a long period of time. There are many authors in this area of research, but not much of a consensus between them. This report therefore delves deeper into one of these market segmentation theories in order to verify the multi-segmentation theory.   During the process of investigation the management of four music festivals were interviewed to see how they use their market segmentation. Several interviews were done with one or more individuals of the organizations. The findings are two-folded. The use of multi-segmentation was proven through the interviews with the festivals. All four festivals used several different market segmentation variables, all focusing greater understanding of the values and personalities of their target group.   The most interesting finding is that from the greater understanding of their customers, the festivals have been able to identify an identity with their target group. Their respective corporate identities have then been build around their target group identities in order to reflect the customers values and believes. This concept of a target group identity may have great impacts on the customers’ perception of the corporate identity and image.

English Abstract The essay argues the transformation from business marketing strategies to political ones. It accumulates the empirical data interviewed from the Tai-nan city councilwomen, discusses the advantages and the disadvantages from the interviewers, and provides the modes of position marketing. The essay argues that the politicians should adopt the ¡¥material principle¡¦, ¡¥macro-behavior principle¡¦, and ¡¥productive behavior principle¡¦ as their marketing segmentation systems to get the best investment return rate. The politicians should make self- positioning after adopting the marketing segmentation principles,. The politicians should be aware of the related opponents, make sure the fatal factors of the image positioning, accumulate the images of the politicians from the representative voters according to ¡¥decisive factor¡¦ from the marketing, and analyze the positions of the politicians in the voters. The candidates should thereby discuss the best compositions of the voters¡¦ decisive factors with their staffs and examine the correspondence between the market segmentation and the competitive position of the politicians to accomplish the market positioning.

One problem with the traditional marketing segmentation view of consumer markets is that it treats social categories as an ontology, which somehow becomes independent of its own members. It assumes that the self is required to adjust to its segment. In my research, I follow writers such as Hall (1996) who claim that consumer identity is not a reflection of a fixed, natural, state of being but a process of becoming. The meaning of social economic class, Britishness, religion, masculinity and so forth, are subject to continual change. Identity then becomes a ‘cut’ or a snapshot of unfolding meanings; it is a strategic positioning of the individual, which makes meaning possible. My primary research focuses on one cultural category - second generation British South Asian. This is a group of consumers who are required to negotiate with multiple discourses – local, global, past, present, future, western, eastern, religious, national, popular culture and more - and with many social and cultural categories - British society, South Asian community, county of origin, religion, professional identity and others. The mainstream literature takes an essentialist view when analysing this group treating ethnic minority consumers as acculturating individuals who hold a hyphenated identity and who have to balance pressures from two sides of the hyphen- South Asian and BritishIn my research I take inspiration from Hall (1996) and treat ethnicity in its de-totalised, or deconstructed forms, recognising ethnicity as a concept that cannot be thought of in the ‘old way’ as representing essential, discrete differences between groups. Ethnicity and race are conceptualised here as socially constructed, relationally and culturally locatedMy data collection strategy is designed to help participants (Sample size of 13) to explore the landscape of their self by eliciting life narratives and their constituent attachments. The data were collected in two stages. The initial phase is based on the collection of 2 collages one of self-identity and one of shopping experience. The objective of this phase was to give the participants an opportunity to explore and map the different discursive influences in their lives. The second stage uses a narrative interview where the collages were used as a guide for the structure of the conversation. The findings of this research confirm a picture of self-identity as a ‘Field of Discursivity’ (Laclau and Mouffe, 1985) where self-identity can be viewed as a field in which no one discourse can fully master the others. Consequently, ‘who one is’ becomes an open question, with a shifting answer depending upon the positions available between one's own and others' discursive practices and within those practices. This understanding is the foundation of my claim that traditional marketing discussion rests on a flawed assumption which renders segmentation strategy incompatible with current market reality.

This master thesis focuses on consumers on the Czech beer market. The main objective is to get knowledge of current consumers through a qualitative research. Based on the most important tendencies I will carry out a segmentation of the market. As a result, profiles of main consumer types will be identified. Deep knowledge about current consumers will provide valuable recommendations for developing optimal communication strategy. I will especially concetrate on attitudes to advertisements and main elements of advertising campaigns.

Main goal of diploma thesis is to show senior segment as potencial lucrative market